CITY-BRAND BUILDING – FROM CITY MARKETING TO CITY BRANDING

Boban Melović, Slavica Mitrović, Arton Djokaj

Апстракт


Thanks to the mobility of the population and the development of economy, nowadays much more attention is payed to the competitiveness between nations, regions and cities. In the early 90s, a special marketing trend appeared, known as "Place branding" which allows cities, regions and nations to differentiate themselves from others (competitors). Nowadays, the "city marketing" approach is a well-established practice which is widely applied by many cities all around the world. During the past 30 years, when the competition between cities became bigger and more important, city marketing approach comes to the fore more and more. Although cities can be too complex for branding or to be treated as products, however, city branding has become a widely applied practice in the past years, ever since cities began to "fight" for: tourists, residents, prestige, wealth, power, commerce, entertainment,etc. By "too complex for branding" we mean that by implementing the city branding strategy we need to keep in mind the past, the cultural identity and the historical background of the city. When we say the past, we refer to all events and happenings in one specific city. For example, Madrid, London, New York, Paris, Brussels are just a few of the largest, but also the best branded cities in the world. Indeed, all of these cities experienced terrorist attacks in their past. Experienced, but survived. However, it is obvious that these events have had a huge impact on their positioning and branding. In order to become sustainable, successful destination (city) brand development must be, first of all, original and different, but convincing (based on physical and emotional charachteristics of the destinations) and  relevant (directed towards the consumer in an appropriate way) as well. The authors' starting point is the hypothesis that the branding of cities is based on a combination of various factors and components and that with their combination we can build a recognizable image, which further contributes to higher tourism turnover and stronger competitiveness. Having in mind the previously mentioned, and when it comes to cities, marketing moves from a „city marketing“ to a „city branding“ concept. The aim of this paper is to carry out a symbiosis of key components, so we could offer guidance regarding the creation of a branding strategy to decision-makers in this field of marketing in our area.


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DOI: http://dx.doi.org/10.7251/ZREFIS1714051M

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ISSN: 1840-3557
e-ISSN: 1986-6690
UDK: 33
COBISS. BH-ID: 16736262
DOI: 10.7251/ZREFIS

Zbornik radova Ekonomskog fakulteta u Istočnom Sarajevu – Časopis za ekonomsku teoriju i praksu (Proceedings of the Faculty of Economics in East Sarajevo) stalna je naučna publikacija Fakulteta. Izlazi od 1994. godine, i to u kontinuitetu.

Časopis je, prema kategorizaciji Ministarstva za nauku i tehnologiju Republike Srpske, osvojio 28 od mogućih 30 bodova i time svrstan u prvu kategoriju naučnih časopisa i postao prvi na rang listi.

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Izdavač:
Ekonomski fakultet
Univerzitet u Istočnom Sarajevu
Alekse Šantića 3, Pale
Tel: 057/226-651
E-mail: dekanat@ekofis.ues.rs.ba
http://www.ekofis.ues.rs.ba

 

 

Za izdavača:
prof. dr Radomir Božić
Dekan

Glavni i odgovorni urednik:
prof. dr  Mladen Rebić

Uredništvo:
Novo Plakalović, Nikola Gluhović, Vesna Prorok, Mladen Rebić, Marko  Đogo, Borka Popović, Dragan Plakalović, Nemanja Šarenac, Goran Balotić

Međunarodno uredništvo:
Tahir Mahmutefendić (London, England), Zoltan Barcskai (Budapest, Hungary), Branka Likić-Brborić (Linköping, Sweden), Milorad Ivanišević (Belgrade, Serbia), Radovan Kovačević (Belgrade, Serbia), Milojko Arsić (Belgrade, Serbia), Slobodan Malinić (Kragujevac, Serbia, Jolán Velencei (Budapest, Hungary), Boda György (Budapest, Hungary), Teoman Duman (Antalya, Turkey), Gerd Wassenberg (Gelsenkirchen, Germany), Vladimir Kašćelan (Podgorica, Montenegro), Božo Mihailović (Podgorica, Montenegro),Diana Antonova (Ruse, Bulgaria), Svilen Kunev (Ruse, Bulgaria), Adrian Tantau (Bucharest, Romania), Jaka Vadnjal (Ljubljana, Slovenia),Predrag Trpeski (Skopje, FYR Macedonia), Neven Šerić (Split, Hrvatska), Ljubica Knježević Cvelbar (Ljubljana, Slovenia)

Tehnički urednik:
Doc. dr Nemanja Šarenac

Sekretar:
Arsen Hršum, mr

Prevod na engleski:
Slavica Jevtović Anđelić, prof

 

Radove objavljenje u časopisu referišu baze:

DOI Srpska, Banja Luka
CrossRef, Oxford, United Kingdom
Google Scholar;
EBSCO Publishing, Ipsvič, USA;
SCIRUS (SCIRUS for Scientific information only);
INDEX COPERNICUS International, Varšava, Poljska;
DOAJ (Directory of Open Access Journals), Lund University, Švedska;
CABELL′S Directories (Cabell′s Directories of Publishing Opportunities), Teksas, SAD;
C.E.E.O.L (Central and Eastern European Online Library), Frankfurt na Majni, Njemačka;
BASE (BASE – Bielefeld Academic Search Engine), Bielefeld University Library, Njemačka;
JEL (Journal of Economic Literature) /EconLite, (American Economic Association's Electronic Database), Pitsburg, SAD;

 

Časopis izlazi polugodišnje

 

Adresa uredništva:
Zbornik radova Ekonomskog fakulteta u Istočnom Sarajevu
Alekse Šantića 3, 71420 Pale
Bosna i Hercegovina
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zrefis@ekofis.ues.rs.ba
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